Recently, our industry colleague and friend, Gary Donatell, attended the American Society of Industrial Security. He filed this report from the show which ran in Orlando from September 19-22.
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As a former trade show marketing manager for Honeywell, one show that I managed was the American Society for Industrial Security (ASIS) Show. I had the opportunity to revisit my past, and walk the 2011 ASIS Show recently in Orlando for my company, CenterPoint.
While the products and services on display have evolved immensely over the past twenty years, by first impression it appears not much has changed regarding the show itself and how exhibitors present themselves on the show floor. Sure, there are a whole lot of hanging fabric signs now, as well as the use of lighter weight materials in the exhibits themselves, but many of the exhibitors still rely on interactive demonstrations of their products, and an occasional gimmick or two to draw a crowd.
Case in point was the busiest booth on the floor, the Stanley exhibit. It didn’t hurt to be front and center with a very large space, but they used an island cabana themed exhibit and “surf music” to get your attention. I can’t speak to the success of their efforts, but it certainly was active, and based on my experience fun and memorable.
Finally, and perhaps most importantly, what has changed is what many thought would ultimately be the end of trade shows. It is what’s happening on the periphery, or behind the scenes – social media, virtual exhibiting, and the intangibles that are quite honestly making the attendee experience more focused and informed.
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Thanks, Gary. It seems the more things change, the more they remain the same. Relying on face-to-face marketing is critical to the success of any company wanting to build their sales.
TTSG
